The Challenge: A Lengthy Sales Cycle

In the bustling Bay Area, where space is at a premium and housing demands are ever-increasing, our client, a custom ADU (Accessory Dwelling Unit) builder, faced a significant challenge. Specializing in high-end ADUs priced between $250,000 and $400,000, the sales cycle for each project was dauntingly long. Despite investing in various advertising platforms—Facebook, radio, and Google—the creative efforts failed to resonate with the target audience. Moreover, the absence of an effective sales system resulted in missed opportunities for generating and qualifying leads.

The Result: Reducing Costs and Enhancing Engagement

By partnering with Invested Creators, the ADU builder saw a dramatic transformation in their lead generation strategy. We optimized their advertising budget, achieving qualified leads at just $25 - $40 per lead—far below any of the their other marketing efforts. Implementing a modern CRM funnel, we enabled prospects to easily book appointments and introduced a slow-drip nurture campaign, maintaining engagement with potential clients through automated emails sent at one-month intervals over a year. This ensured consistent follow-up, significantly reducing the risk of losing valuable leads.

The How: Innovative Strategies and Creative Execution

1. Modernizing Ad Creative:

We leveraged the power of storytelling by repurposing existing content and incorporating cutting-edge Facebook ad techniques. The focal point of our campaign was POV (Point of View) style videos, which invited the audience into an immersive experience. The campaign’s catchphrase was a challenge: “Can you build an ADU that doesn’t look like an ADU?” This captivating question, paired with on-screen captions, set the stage for a time-lapse journey from foundation to completion, showcasing the meticulous craftsmanship of the ADUs.

2. Qualifying Leads with Precision:

Through a strategically designed lead form, we captured critical data from potential clients, including their target build area, anticipated build timeline, and other essential indicators. This allowed for the precise qualification of leads, ensuring that only serious prospects entered the sales pipeline.

3. CRM and Automation Implementation:

Our team developed and integrated a robust CRM system tailored to the client’s needs. This tool not only facilitated seamless appointment bookings but also automated follow-ups, ensuring no lead was ever neglected. The system nurtured leads over the long term, keeping the brand top-of-mind for potential clients regardless of their current stage in the buying process.

4. Expanding Horizons:

The success of the ADU campaign has paved the way for further growth opportunities. We are now collaborating with the client to scale their marketing efforts into the custom home building sector, exploring new automations and campaigns to enhance engagement and conversion rates.